Dove’s acclaimed Real Beauty campaign seems to be paying off the for brand, as the company had the most positive perception among moms last month, according to a new study from YouGov BrandIndex out just in time for Mother's Day.
The research firm polled about 5,000 mothers in April to better understand which of 1,250 leading brands they favored, cross-referencing this data with the preferences of all consumers polled during the same 30-day period. Three of the top 10 brands—Amazon, Google and M&Ms—proved to be universal. “Everyone likes these brands,” said Ted Marzilli, global managing director of BrandIndex.
For brands on the list, it's impossible to identify from the data exactly what made them tops for moms. It could have been a stellar marketing effort, or, as in the case of Craftsman, perhaps evidence that more moms wield the drills these days.
A big gainer in positive perception this year with moms was Facebook, although the social net didn't make it to the top 10. The reason? "There have been lots of stories about how young people are looking for alternative social networking sites because Facebook has become too general-purpose," Marzilli said.
Here are the top 10 best-perceived brands by moms: